Traffic to news sites has spiked in recent weeks due to the COVID pandemic; however, news publishers have not seen a financial benefit. Overzealous blacklisting – based on unjustified fears that news stories don’t meet brand safety guidelines – has led to a decrease in digital ad revenues just when publishers are investing resources in meeting their communities’ needs.
Support for ad placement with news publishers has come from the ad industry association — the 4A’s released a report pointing out that “trusted news content is brand safe” and encouraged its members to support news. The Interactive Advertising Bureau (IAB), which focuses on online advertising, specifically called on its members to not block news, citing the public health benefits of supporting journalism. The Local Media Consortium and the Brand Safety Institute partnered to create a whitelist of local news sites for advertisers to include in their digital buys. And the advertising technology companies MediaMath and TRUSTX partnered with each other and data provider Peer 39 to ensure their clients understand how continuing to place their ads near brand suitable news can help them reach the right audiences while supporting the important work of journalism. The Alliance will continue to push for a solution to prevent the news industry from seeing continuing declines in ad revenue.
Members of the News/Media Alliance staff have contributed to this post.